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10.
Using Analytical data
to answer these questions
• What is the biggest variable driving
attrition?
• What is the best time to ask for a 2nd gift?
• Are my donors giving at the level I ask
them?
• Which acquisition source delivers the best
value?

15.
• Develop a 2nd gift strategy designed to:
– Thank quicker
– Include a ‘non ask’ feedback letter before next ask
– Find the best time to ask for a 2nd gift
– Focus on monthly giving
What this allowed BC Cancer to do

17.
• Determine the best time to approach new
donors with a monthly conversion request
What this allowed the Heart
Foundation to do

18.
• Determine the best time to approach new
donors with a monthly conversion request
• Look at ways to increase average gift value at
point of recruitment
– As higher value recruits more likely to ‘convert’
What this allowed the Heart
Foundation to do

19.
• Determine the best time to approach new
donors with a monthly conversion request
• Look at ways to increase average gift value at
point of recruitment
– As higher value recruits more likely to ‘convert’
• Understand that initial cash value drives
future monthly value
What this allowed the Heart
Foundation to do

21.
• Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
What this allowed SickKids to do

22.
• Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
What this allowed SickKids to do

23.
• Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
• Understand implications of future program
decisions
What this allowed SickKids to do

49.
• They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
So, what did they do?

50.
• They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
• Were prepared to spend now, reap returns
later
So, what did they do?

51.
• They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
• Were prepared to spend now, reap returns
later
• Looked at what others were doing
So, what did they do?

53.
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
This purple block represents income from the first
appeal using the new strategy - to the same donors
Yes. In the short term.

54.
Yes. In the medium term.
From 98 to 10,330 active
monthly donor’s
$1.5m CAD a year

55.
Yes. In the long term.
5.7% of their active donors have confirmed
they are leaving a bequest – that’s 1,649
donors

75.
• Scan environmental data to look at what
others are doing
• Dig deeper within your analytical data
• Get personal with your donors
• Be disciplined with your direct marketing
• Apply the Pareto Principle. Spend time where
you will get the greatest return
Final takeaways

79.
Even at age 101,
Ethel Perrin is committed to helping
children in need.

80.
This sprightly great-grandmother has
dedicated her life to helping
impoverished children nationally and
internationally.

81.
This sprightly great-grandmother has
dedicated her life to helping
impoverished children nationally and
internationally.
Ethel’s first donation was a
child sponsorship of a little girl in
Pakistan.

82.
She then sponsored two aboriginal
boys in Canada. With five children
of her own, Ethel and her family
were more than happy to give
what they could.

83.
She then sponsored two aboriginal
boys in Canada. With five children
of her own, Ethel and her family
were more than happy to give
what they could.
Over the years, she supported
dozens of children in many countries
throughout the world.

84.
Since joining in 2004, Ethel has
continued to be a generous
supporter of Canadian Feed the
Children’s programs.

85.
Since joining in 2004, Ethel has
continued to be a generous
supporter of Canadian Feed the
Children’s programs.
Nowadays, Ethel crochets and
knits quilts, which she sells to
raise funds for CFTC.

87.
Ethel explains her situation like this:
“I can’t walk, I can’t sit up
too well, but my hands are fine,
and as long as my hands work,
I will keep making quilts to help
children in need.”

88.
This man by the name of Tony
called the Breast Cancer Foundation
of Singapore one day…
QuickTime™ and a
decompressor
are needed to see this picture.

89.
…to say that he was auctioning a
collection of coins belonging to his
sister Cheryl, who had died of breast
cancer.

90.
…to say that he was auctioning a
collection of coins belonging to his
sister Cheryl, who had died of breast
cancer.
Prior to Cheryl’s death, a volunteer
counsellor with the Breast Cancer
Foundation who was a breast
cancer survivor herself, had visited
her.

91.
Cheryl found great comfort from the
visit of the counsellor and the help
from the Breast Cancer Foundation.

92.
Upon Cheryl’s death, Tony felt that a
good way of appreciating the service
and commitment of the Breast
Cancer Foundation…

93.
Upon Cheryl’s death, Tony felt that a
good way of appreciating the service
and commitment of the Breast
Cancer Foundation…
was to donate the sum raised from
the auction of his coins.

95.
Sue, a donor from Ohio,
demonstrated a high level of passion
and personal commitment to
Operation Smile.
QuickTime™ and a
decompressor
are needed to see this picture.

96.
Sue has recently helped more than
53 children receive new smiles
through per personal donations and
fundraising.

97.
Sue has recently helped more than
53 children receive new smiles
through per personal donations and
fundraising.
Sue first learned about Operation
Smile on TV back in December 2004.

98.
At that time she called and made a
$240 donation for a single smile
surgery.

99.
At that time she called and made a
$240 donation for a single smile
surgery.
Later, moved by what she had
learned, Sue carried the message of
Operation Smile to her co-workers,
customers and friends.

100.
Sue is a hairdresser and with the
support of co-workers, she
established an “Operation Smile
Day” each month at her shop where
her tips and contributions by
customers are donated to Operation
Smile.

115.
The Pareto Group exists to make the world a
better place, by expanding the not-for-profit
sector's capacity worldwide to ensure as
many beneficiaries are helped as possible.
jonathon.grapsas@paretofundraising.com
www.jonathongrapsas.blogspot.com
twitter: jonathongrapsas
www.paretofundraising.com